Save my name, email, and website in this browser for the next time I comment. With an audience of over 13 million people, Food Network remains one of the worlds biggest TV channels. Lionel Messi, soccer Endorsements: $130 million/year Top Brands: OrCam, Budweiser, Adidas, Pepsi, The World Health. From early adulthood, Serena began dabbling in the entertainment industry, with credits on shows like Law and Order, ER, and The Bernie Mac Show throughout her twenties. In the age of reality television, celebrities from all walks (and all industries) are subjected to the Kardashian treatment, whether they like it or not. She creates engaging and high-quality content for businesses that want to see their Google search rankings surge. Its brand extension into toothbrushes, on the other hand, was very successful. Helps capitalize existing brand assets, #2. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '23435896-a095-4469-a18d-2e868644417e', {"useNewLoader":"true","region":"na1"}); Top Brands: Burger King, DraftKings, Dystopia Video Game, Roots of Fight, Proper No. 3. Mars is an American confectionery manufacturer specializing in chocolates, pet food, and other products. Titan is an Indian company specializing in fashion accessories such as eyewear, watches, and jewelry. For example, he partnered with McDonalds recent Snapchat campaign featuring behind-the-scenes footage of him fooling around with friends. George Foreman Grill 7. Whereas with a professional sports team, fans tend to make up the target audience. This became a massive problem for the World Taekwondo Federation. In certain industries, barriers to entry are high. But unlike the former example, you literally need a toothbrush to use toothpaste. Since its audience already associated the brand name with dental care, it was hard for them to see the company differently. The football teams are not the only sports that Red Bull have gotten themselves into. Then, the iPod evolved into the iPhone to fulfill the market need for a reliable and functional smartphone. Adidas does killer collaborations 3. After the Formula 1 rebrand, existing fans quickly slated the move, feeling it was too simple and rushed. Toronto had recently been given a franchise and the task was now to brand it up. While Serena has, over the years, established herself as the superior player, the fact that she had a partner to share the unique and bizarre experience of adolescent celebrity status has certainly helped her navigate the precarious waters of personal brand-building. Sport England created a campaign to get more women exercising and feeling great doing it. Brand trust: From the consumers perspective, theyre more likely to try a new product from a brand that they know and trust. It was during this time that AJs love for marketing and working with brands really began to blossom. Being a massive basketball fan, 90s jerseys and branding scream out as some of the best and most creative jerseys of all time. Samsonite is known for making high-end luggage, suitcases, and business bags. Her experience was a bit different though, as she had a partner to help her through the madness her older sister. In the past, sports teams were always separate entities. The mixture of the bright red and the multiple colours and shapes that represent the Olympic colours, work hand in hand to create a strong and hard hitting brand identity. Procter & Gamble (P&G), for example, does this well with the Pampers brand. Just be sure to consider all the possibilities before launching a brand extension. LeBron James. By leveraging its expertise in small motors to enter the lawn mower market in 1978, it now boasts the seventh-largest slice of market share in the global lawn mower industry. But as you know, thats not the be all and end all of brand identity. Brand revival: Sometimes brands need a refresh, and rolling out a new product or service can breathe new life into a business. When it started producing low-end food products, like instant mashed potatoes, its not surprising to learn that its association with the finest chocolates weakened. This is all coupled with the $20 million he makes yearly in endorsements for shoes, cars, and soft drinks. He selfied and smiled his way through the campaign perfect for the ephemeral nature of the platform and came off as genuinely enjoying himself. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, 'ddbf2eb7-04e8-44b2-9e05-b21264e09b65', {"useNewLoader":"true","region":"na1"}); Get expert marketing tips straight to your inbox, and become a better marketer. Below are the top highest endorsed athletes as reported by Forbes. Amazon is a great example of a brand with humble beginnings that expanded its offerings to become an industry giant. Logos and brand marks like this need to be flexible. So, how has he pulled it off? When Levis introduced Tailored Classics in the early 1980s, it already owned a large share of its target market, so it wanted to enter some new markets to sustain its high growth rate. This is another project that has so many facets that the undertaking of something like could be a little daunting. It brings fresh, exciting colours into play with big bold text, reflecting the league itself, which boasts as being the most watched league in the world. LeBron is an interesting case study because hes been under the spotlight literally since adolescence. The same athletes who have worked for their entire lives to bring us the sports drama that we as fans fall so deeply in love with. In fact, one visit to her websitereveals several aspectsmore commonly associated with corporations: documentation ofher minority ownership of an NFL franchise, a highly professional and consistent blog presence, and even an outline ofher many successful humanitarian pursuits. Think of the Beats By Dre headphones. Williams, like LeBron, came into prominence as a teen. Showcase your business and engage youraudience. An example of a complementary product extension is Speedo, a well-known swimwear brand. Go A line extension is a form of brand extension when a parent company or brand launches a new product line that is similar to or adjacent to the existing category of products. Now all the younger, tech savvy generation will only see this as, well you know what it means. But unlike, say the Tokyo Olympics, which has a fair amount of creative leash to run with, the Rugby World Cup has a particular style and when it comes to the logo a particular shape and system to keep to. Though endorsements from apparel companies were around long before her and her sister stormed Americas courts and hearts, Serena became the first to approach the endorsements as a way to make statements as opposed to just money. Since then, shes moved on to the big screen with roles in such high profile movies as Pixels and 7 Days in Hell. For example, a vertical brand extension - such as a brand line extension - is a relatively simple approach to selling into the same audience. As a result, they are able to create and invest in products and services that are diverse. Johnson has embraced the natural transition from pro wrestler to Hollywood actor. Dove is a well-known hair and skincare brand, popular for manufacturing womens skincare items like soap, body washes, bars, etc. Finally, hes spent the past few years setting himself up for a career in the entertainment industry after his playing days are over. Considering that toothpaste and toothbrushes make more sense together than toothpaste and lasagna, it was a much easier hill to climb. The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes. We believe that bringing brands, content, celebrities and influencers together makes storytelling more meaningful and impactful. 17 Winning Examples of Sports Branding Sports branding is everywhere. But times have changed, and in some sports (e.g football) money has been poured into the industry. Its that shes also just as accomplished as a singer. After ditching football for a career as a popular pro wrestler, Johnson adopted the nickname The Rock and used an ironically self-serious demeanor along with pun-based catchphrases to transcend wrestling into the national consciousness. It could result in undesirable associations to your brand and weaken its existing associations and hurt your established products perceived quality. Athletes and athlete-loving brands, you can now create your own athlete-inspired logos without a professional designer. Further, Armani also has its own floral creation and chocolate brand. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); We use cookies and similar technologies to ensure you get the best experience on our website. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB. Some of the biggest brands in the world are standing in line to throw money at athletes in exchange for promotional commitments. Keeping within a branding system can sometimes be tricky but is definitely a challenge worth taking for a creative. Jeeps customers know the company as an outdoorsy and adventurous brand. Read also: 14 Examples of Small Business Branding (Achieve Similar Results). By entering tangential markets that can preserve their brands unique associations and perceived quality, companies can launch new products that consumers intuitively understand the benefits of, even though theyve never seen them on a shelf. This is most likely the reason Samsonite doesnt list outerwear on its website anymore. Although P&G specializes in various products, the Pampers line focuses on making products like diapers and wipes for babies. Another way an established brand can extend itself is by creating complementary products for its main products. If you continue to use this site we will assume that you are happy with it. You might not have thought that a vacuum cleaner producer would start selling hair dryers, but Dyson did just that. Brand extensions allow companies to leverage the success of their existing, Thats not to say you shouldnt try and expand your brand if you have the opportunity. Their has been plenty of controversial football club rebrands and branding recently, but I think the potential new logo for David Beckhams rumoured new Miami Club is a winner. The majority of the athletes with a professional logo use it for different reasons, one of which is to extend their personal brand from a business POV. Even though Pillsbury is known for producing foodstuffs, its frozen microwave popcorn couldnt compete with Orville Redenbacher or General Mills Pop Secret because its product positioning of being frozen for freshness didnt offer enough value. Customer Base Extension . Who would have thought a tequila line from an energy company would sell out within a few hours? Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship products perceived quality. From the Kings, to Charlotte Hornets, the Timberwolves to Atlanta, they have done them all. 10 czerwca 2022 The new F1 logo is trying to connect with a new audience. Steinfeld has collaborated with some of the most famous musicians like Zedd, Florida Georgia Line, and Alesso to produce three hit songs that have all reached the Billboard Hot 100 record chart. An owner desperate to stand out in both basketball circles but in a very ice hockey led culture. Such brands enjoy a positive reputation and a significant market share. Its hard to imagine someone shaving without using shaving cream, foam, or gel? Are you a new sports team, looking to create a global brand? Similar to the Manchester City and New York City FC situation, we have seen a massive increase in sports teams being sponsored, and then named after already established brands that are not in the sports sector. Just turn to the . During certain stretches of his career, this learning curve has created antagonistic situations between him and team ownership, between him and the media, and even between him and his fans. The highest-paid athletes currently are: 1. So Barcelona have simplified the crest, keeping key elements but ditching black lines and the FCB. While Samsonites outwear is more fashionable than Levis Tailored Classics, it still suffers from the same problem as Levis failed product line the brand extension doesnt align with Samsonites core identity. Since that time, though, LeBron has shown remarkable branding resilience and smarts (he has also since returned to his hometown Cavaliers, following four successful years with the Heat). athlete brand extension examplesvenice beach boutiquesvenice beach boutiques A line extension is one of the most straightforward brand extension examples and involves a brand launching a product that would already be familiar to its audience. In this article, well explain brand extension means, describe the different types that exist and go over a few real-world examples of good (and not-so-good) brand extensions. This is a classic brand extension example where businesses leverage their brand awareness and authority to expand their clientele and open up new sales channels. Reading about the US Open rebrand is really interesting. Following his four year stint in college, AJ went on to launch his own marketing agency whose focus was to help brands better engage with multicultural consumers. While his acting tends to be a bit stiff by professional standards, hes good enough to pass. For example, Johnson and Johnson, a company that sells pharmaceutical and consumer packaged products, extended its brand to sell goods that specifically cater to infants. We read that their were many variations of the logo and branding, so with this slightly disjointed approach the brand didnt have a recognisable element that they could hook into to grow the brand further. It strategically considered its existing products and market needs before introducing new products and services. Once you answer those questions, then you can start thinking about effective ways to grow your brand. When it comes to sports branding, there are plenty of things to be considered, and most importantly you must assess and identify your situation and what you want out of your sports branding or rebranding project. hbspt.cta._relativeUrls=true;hbspt.cta.load(442891, '5c1e2a81-e412-444a-b62b-eef1e8ef0f93', {"useNewLoader":"true","region":"na1"}); Top brands:Under Armour, UGG, Tag Heuer, Intel Shields, Aston Martin, TAG Heuer, Top brands: Nike, Coinbase, Alaska Airlines, Weedmaps, Gatorade, Sonic Drive-in, Beats Headphones, Note: This blog post has been updated as of January 24, 2022. Even if consumers arent familiar with the new offering, theyll know and trust the brand name enough to try it. The company further capitalized on its market saturation by releasing accessories and technologies that complement the iPhone, like Airpods and the Apple Watch. . Although brand extensions have been a topic of extensive study in mainstream marketing (e.g., Aaker & Keller, 1990; Broniarczyk & Alba, 1994; Keller, 1998; Rangaswamy, Burke, & Oliva, 1993; Reddy, Holak, & Bhat, 1994), limited efforts to examine this practice in . Virgin Atlantic began in the seventies as a record store and has grown to include several subsidiaries in travel, food, hospitality, consumer goods and more. We use cookies to ensure that we give you the best experience on our website. EngageBay Inc.,1007 North Orange Street 4th Floor #180 Wilmington, DE 19801support@engagebay.com , +1. Read world-renowned marketing content to help grow your audience, Read best practices and examples of how to sell smarter, Read expert tips on how to build a customer-first organization, Read tips and tutorials on how to build better websites, Get the latest business and tech news in five minutes or less, Learn everything you need to know about HubSpot and our products, Stay on top of the latest marketing trends and tips, Join us as we brainstorm new business ideas based on current market trends. The website, marketing, and other brand elements are all consistent and exciting, following the Red Bull way, utilising the brand colour palette and the now iconic two bulls logo design. From something seemingly small like how you, One of the goals of brand extension is to reach new customers by launching a new product with the goal of increasing growth and profits for a company. You had characters like Stone Cold Steve Austin drinking beer, half naked women wrestling, and violence and swearing through the roof. What began as an online book retailer in 1994 has transformed into a one-stop online shop. Since the company was already involved in skincare products, launching a mens product category transformed Dove into a multi-billion dollar giant. The campaign is based very much around strong imagery with a considered and simple brand coupled with it. Initially known as Titan Watches Limited, the brand later diversified into selling eyewear, perfumes, bags, and wallets. If they want to introduce a new product line or extend an existing product category, they need not launch a new brand. Learn how to build a brand for your business that stands out. Costa Coffee is a British coffeehouse chain with stores around the world. But the owner wanted to be different, and wanted something that would stand the test of time and relate to the new generation. There are a lot of celebrities and personalities who created . Check out this video that highlights a variety of celebrities who have had endorsement deals, and the sales results for their brand partners. So whether youre a SaaS company or a consumer brand thinking about extending your product line, check out our list of the most and least successful brand extensions to help inspire your own. Besides writing about marketing, he enjoys old movies, live music, and the Buffalo Bills. Here are a few that have been the most exemplary at turning their on-field/ice/court excellence into self-brandingexcellence. June 14, 2021. The most important advantage to brand extension is the ease of new products coming into the market.. (adsbygoogle = window.adsbygoogle || []).push({}); Top brands: Puma, Nike, Red Bull, RePlay Jeans, Diesel Fragrances, Qatar Airways, DAZN, Triller, Top brands: Tommy Hilfiger, Mercedes Benz, Gran Turismo Sport, Bell Helmets, MV Agusta Motorcycles, Monster Energy, IWC, Sony, Bose, Petronas. An example of line extension is when an ice cream brand introduces new flavors to its existing lineup. Combine that with his brilliant social media presence hes more than willing to engage with fans and have fun at his own expense and youve got a surprisingly consistent box office draw. This allows existing firms to attain growth and expand their clientele by capitalizing on existing brand assets. The interesting thing about the whole rebrand, was what it allowed the company to do. This is the first time the Rugby World Cup has been held in Asia, so getting the branding right was important. Privacy In addition to the money, athletes are branding goldmines. Free and premium plans, Content management software. Team owners have began to invest in multiple teams. In applying the schema to the athlete brand context, we consider athletic . From school programs to foundations, the logo mark has a system allowing it to be used to its full extent. Some say this is a bad thing, some say it isnt, but one thing that can be accepted is that branding these college teams is getting more and more important. Dettol is a UK-based disinfectant and antiseptic soap brand popular in India. While the advantages of brand extensions are worth the investment, if not done correctly, the extension can negatively affect your company. The brand has a more flexible logo (which mustve been a clever addition to the design brief) with the ability for application online and in digital and social channels using the monogram. The story of how the brand was created makes for a fascinating read. Here are a few blogs are team has written which walk you through a variety of celebrity partnership options. Some good, some bad, but there is no one formula in creating a sports brand. The Manchester club builds their brand globally, including in the USA, by appealing to a closer to home subject. While some of the more conservative members of the tennis elite found her unprecedentedly colorful outfits offensive there wasnt much they could say once her dominance and charm continued to steamroll the competition. But one product line that isnt the best fit for its brand is an underarm deodorant spray. Red Bull creates the best spectacles 4. As a result, companies dont have to create a new product line and can expand their customer base by adding to their already existing product categories. The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user. But with all the chocolate-flavored cereal around in the mid-90s, Reeses Peanut Butter Cups entrance into the cereal market was smart and natural. Hubspot lists Reese's Puffs cereal as the greatest brand extension example of all time, and we have to agree. For more information, check out our, 13 of the Most (& Least) Successful Brand Extensions to Inspire Your Own, capture the second-biggest slice of the cold cereal market share, the third-largest slice of the oral care market, seventh-largest slice of market share in the global lawn mower industry. Cadbury is known for making high-end chocolate and candy. New audience: Brand extensions can get your brand in front of new audiences, which will usually result in growing your overall customer base and increasing sales. This helped it target customers who were always on the move and did not have the time to sit or wait in queues to get a fresh cup of coffee. When the public deems a brand or company an expert in their industry, they might want to branch out into new offerings that still fall under their area of authority. The North Face uses an editorial strategy to win over would-be explorers 6. GB Basketball has recently had a rebrand, and it is all about making your mark, literally! A line extension is when a parent brand launches a new product line in a category already familiar with its customers. It Is Not What You Think. As a result, brand extension becomes inevitable. In this blog, Hollywood Branded explores why brands choose to partner with athletes, the top 10 highest endorsed athletes in 2022, and the brands that pay them. Other instances include Adidas/Kanye West's Yeezy lineup and Fenty (a brand under LVMH) with Rihanna. His maturation process has been public viewing since he was a baby-faced phenom in Akron, OH. Some example of brand extension are: Apple: from personal computers into MP3 players. The brand became known for its stylish and quality over-ear headphones, so when the company released other products, like earbuds and speakers, customers trusted the brands expertise in the audio field enough to be confident in purchasing the new items. Athletes (and the journalists who cover them) often talk of the new requirement of self-branding. The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network. While initially catered toward women, it introduced a range of products for men under the name Dove Men+Care in 2010. Organization, Top brands: HerbalLife, Armani, Clear Shampoo, Unilever, KFC, Shopee, Crunch Fitness. And it was primarily due to the personality and lifestyle of its CEO, Elon Musk. Or, activewear brands selling swimsuits with head caps, which results in a sales boost. Find us online at HollywoodBranded.com. Something theyd been missing since the mid 90s. Free and premium plans, Customer service software. Otherwise, you cant brush your teeth. In fact, here at Hollywood branded, we can help you with that. Try it free! As far as acting chops, its not that anyone is confusing him with Marlon Brando, but thats not the point. you will learn more about brand extension and see a few clever examples to learn how you can do it too. This strategy is known as customer base extension. AJ graduated from Loyola Marymount University with a degree in entrepreneurship. Virtual reality options like lenses and fashion shows provide more of a secondhand experience for consumers, instead of the full experience of a luxury retail brand.
